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National Public Radio, which wholeheartedly embraced podcasting early, is seeing a nice return on its investment.

According to Advertising Age, NPR's revenues from new-media operations is 10% of its total. Podvertising is playing a key role. Acura was a founding sponsor of NPR's podcasts and just renewed for another six months. No wonder then that CNN is set to expand its podcast play today.

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Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.